In partnership with PA Consulting, as part of the Bottle Collective with PA and PulPac, Diageo is trialling a Dry Molded Fiber bottle which is 90% paper, with a thin plastic liner and a foil seal.
The bottle is designed for recycling in standard paper streams and does not require the consumer to separate the plastic liner from the paper bottle when disposing. The 2,000-bottle trial with consumers will be on Baileys, the Original Irish Cream Liqueur, mini format (80ml) at Time Out Festival in Barcelona, Spain, from 25 – 26 May.
This is Diageo’s first consumer facing trial with paper-based bottles and will test how the bottles travel from the filling site in Ireland, to Barcelona, along with how consumers interact with the material, and how they understand the sustainability credentials of the paper bottle.
Ewan Andrew, President, Global Supply Chain & Procurement and Chief Sustainability Officer, Diageo commented: “When it comes to our packaging, we’re taking an approach of progress over perfection, knowing our packaging will need to evolve along with consumer needs and technological advancements. The consumer is becoming more sustainability savvy and we believe we can meet that need using our design and innovation to bring premium products and more sustainable solutions together.”
When it comes to beverages, 68% of consumers want to buy more sustainably but only 12% do due to barriers including expense, lack of availability, and confusion about what is on offer1. Diageo is working to close this ‘say-do’ gap for consumers by developing more sustainable and desirable products through innovation and marketing propositions to help consumers understand the sustainability credentials of the products, including the materials used.
